Detailed Report: Huawei's Global Marketing Campaign for Smartphones

This report provides a detailed analysis of Huawei's global marketing campaign for smartphones. It begins by outlining the campaign's goals, which include brand awareness, lead generation, direct sales, and customer retention. The report then identifies the target market as tech-savvy individuals, particularly young generations and successful global people. The marketing strategy encompasses social media, internet marketing, television, radio, and print advertising, with a focus on the new Huawei Y9 Prime. The marketing mix (product, price, place, and people) is discussed, including the tagline "The Ultimate Service." The report covers creative assets, the required team, and estimated campaign metrics, including ROI based on inquiries, clicks, orders, and sales. The marketing budget of approximately $1 million is detailed, with the largest share allocated to social media. Finally, the report addresses campaign fulfillment actions, such as handling inbound calls, converting website visits, responding to emails, processing orders, and transitioning sales.

Behavioral Marketing Campaign
Name
Institution

Company Summary and Goals
Huawei is multinational electronic company dealing with
manufacturing, distribution and sales of mobile electronic devices
particularly smartphones (Huawei.com, n.d)..
The marketing campaign aims to create new brand awareness,
generate new leads, create direct sales, cross-sell to existing customers,
up-sell existing customers, nurture existing customers, and generate
referrals in the global market.
Besides, the marketing campaign will look to build business to business
relations and support distributors in their marketing efforts.

Target Market
The market includes people who use the internet, social media, photo
enthusiasts, and, technologists particularly thetech-savvy generations
(Osman, Sabudin, Osman, & Shiang-Yen, 2014; Haverila, 2013).
Marketing campaign target young generations who are tech-savvy.
Besides identifying the youths as the target market, the persona for the
market will be successful global people who identify with the company
products.

Marketing Strategy
• The marketing campaign will use social media, internet marketing,
television adverts, radio adverts, and newspaper adverts to reach and
influence its target market (Boscor, 2016; Malhotra, Malhotra, & See,
2013).
• Huawei Y9 Prime is a new model in the market that has integrated the
modern technologies into one single device.

Continuation
• The device is an improvement from the previous brands that ensure
durability, usability, better experience, and service. The company will
use the marketing mix that is the product, price, place, and people
(Ghorban, 2012). The product tagline will be “The Ultimate Service.”
The slogan will be used in all adverts customized for specific
advertising platforms.
• For instance, the advert for social media, internet and television will
run a clip of two lovers hiking in a mountain side through thickets
while capturing their best moments.

Offer and Desired Audience Action
• The company will offer brand quality and prestige at affordable prices.
• Extensive media campaign targeting target customer behaviors.
Products will be available at all authorized dealers and distributors.
• The desired action will be sales order and inquiries. A buyer will
identify the leading company vendors and use that company as the
benchmark.

Creative Assets and Team Required
• The company will need video clips, banners, audio recordings,
animated videos and graphics.
• Require dedicated team to carry out the marketing campaign.
• The company does not has the dedicated marketing team but has
marketing department that oversee the marketing activities.
• Creative assets and team will be outsourced but selected agency will
work in coordination with marketing department.

Estimated Campaign Metrics
The ROI for the marketing efforts will be measured by:
i. The amount of inquiries made after the campaign
ii. The rates adverts clicks and views
iii. The number of orders placed and fulfilled in the period
iv. Number of unit sales and total revenue in the period

Marketing Budget
• The marketing campaign is expected to cost approximately $1 million.
• The amount will be shared depending on each media platform
popularity with the target market.
• Social media will have the largest share since majority of young
people use it (Tiago & Veríssimo, 2014).
• Other media like print media, radio and television will target those
who love watching and listening to television programs.

Fulfillment of Requests
The campaign fulfillment actions will include:
i. Handle inbound calls: These calls are important as they are mostly for
needy customers
ii. Convert website visits: It involves redirecting customers to the company
website
iii. Respond to emails: These are client’s inquiries and source of making sales
iv. Process orders: It allows customers to place order or buy online
v. Send mail piece: Random emailing of the prospective customers can create
interests and knowledge on products
vi. Transition of sales: The company can direct sales to the agent or dealers

References
Boscor, D. (2016). Marketing strategies adopted by Romanian smartphones producers. Case study: Visual Fan. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 31.
Ghorban, Z. S. (2012). Brand attitude, its antecedents and consequences. Investigation into smartphone brands in Malaysia.
Journal of Business and Management, 2(3), 31-35.
Malhotra, A., Malhotra, C. K., & See, A. (2013). How to create brand engagement on Facebook. MIT Sloan Management
Review, 54(2), 18-20.
J. Haverila, M. (2013). Market segmentation in the cell phone market among adolescents and young adults. Asia Pacific
Journal of Marketing and Logistics, 25(3), 346-368.
Huawei.com. (n.d). About. Retrieved from https://www.huawei.com/en/about-huawei
Kreutzer, R. T. (2019). Strategic and Operational Marketing Plan. In Toolbox for Marketing and Management (pp. 225-229).
Springer, Cham.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated
content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.
Osman, M. A., Sabudin, M., Osman, A., & Shiang-Yen, T. (2014). Consumer behaviors toward usage of smartphone in malaysia.
Age, 867(47.8), 100.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business horizons, 57(6),
703-708.